Pure Gym has made a significant push into the corporate wellness market through a new partnership with private medical insurer AXA PPP healthcare.

Under the deal, which comes into effect from June, AXA PPP members will be offered at least half price 12-month membership to Pure Gym's clubs across the country. AXA’s corporate clients will also be able to benefit from the agreement, as will AXA’s 10,500 UK employees.

For Pure Gym, which last week posted a solid set of financial results ahead of an expected £500m+ IPO this summer, the corporate wellness market offers a significant opportunity to boost membership across its 150 health clubs.

“The corporate market is certainly something that’s of interest to us and we will look at ways that we can encourage anybody, corporate or otherwise, to get out there more and keep fit,” Francine Davis, Pure Gym commercial & strategic development director, told Health Club Management.

Davis said that AXA is seeking to encourage members to take preventative steps against lifestyle-related diseases, such as heart disease and Type 2 diabetes. She added that a tie-up between a budget gym and a private medical provider is not as unlikely as one might think, given the broad range of clients on AXA’s books.

“One of the keys is removing a barrier to exercise and the cost of other gym memberships – regardless of corporate rates – can be a significant amount of money, even for people who can afford private medical insurance. So by teaming up in this way, we’re lowering the cost of accessing gyms,” said Davis.

“Also, a lot of AXA’s customers are corporate and that isn’t necessarily the directors and executive levels – it can mean a range of people throughout the organisation.”

AXA PPP healthcare's digital & innovation director Gordon Henderson added that the company shares Pure Gym’s vision of supporting people to live fitter and healthier lives and sees the UK's largest gym operator as "a natural fit" for its new member offering.